Subject category:
Strategy and General Management
Published by:
Reaching Out MBA LGBT Case Collection
Length: 23 pages
Data source: Generalised experience
Topics:
LGBT (lesbian; Gay; bisexual and transgender) issues in the workplace; American Airlines; Airline industry; Employee resource groups; Diversity; Public relations; Communications strategy; Internal communication; Corporate communication; Boycott; Crisis communication; Crisis management; Human resources; Emerging markets
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Abstract
This is part of a case series. Part (B) informs students of AA’s multi-pronged strategy for mitigating the backlash following these two incidents. Working with Witeck-Combs Communications consultants, the airline’s corporate communications team met with LGBT leaders to address their concerns, provided more training for its employees, and implemented new policies friendly to LGBT and HIV-positive employees and customers. However, these actions generated criticisms from conservative religious organizations. Part (B) of this case asks you to consider how companies like AA determine the 'right thing' to do when two competing constituencies threaten a company’s reputation, and it asks you to determine what the risks and rewards of AA’s status as a 'first-mover' in the LGBT travel market might be. Finally, it asks you to outline how you would communicate changes in company policies to both LGBT and non-LGBT employees.
Industry:
Other setting(s):
1990s
Subject category:
Strategy and General Management
Published by:
Reaching Out MBA LGBT Case Collection
Length: 6 pages
Data source: Generalised experience
Topics:
LGBT (lesbian; Gay; bisexual and transgender) issues in the workplace; American Airlines; Airline industry; Employee resource groups; Diversity; Public relations; Communications strategy; Internal communication; Corporate communication; Boycott; Crisis communication; Crisis management; Human resources; Emerging markets
About
Abstract
This is part of a case series. Part (B) informs students of AA’s multi-pronged strategy for mitigating the backlash following these two incidents. Working with Witeck-Combs Communications consultants, the airline’s corporate communications team met with LGBT leaders to address their concerns, provided more training for its employees, and implemented new policies friendly to LGBT and HIV-positive employees and customers. However, these actions generated criticisms from conservative religious organizations. Part (B) of this case asks you to consider how companies like AA determine the 'right thing' to do when two competing constituencies threaten a company’s reputation, and it asks you to determine what the risks and rewards of AA’s status as a 'first-mover' in the LGBT travel market might be. Finally, it asks you to outline how you would communicate changes in company policies to both LGBT and non-LGBT employees.
Settings
Industry:
Other setting(s):
1990s
Related
Subject category:
Strategy and General Management
Published by:
Reaching Out MBA LGBT Case Collection
Length: 6 pages
Data source: Generalised experience
Topics:
LGBT (lesbian; Gay; bisexual and transgender) issues in the workplace; American Airlines; Airline industry; Employee resource groups; Diversity; Public relations; Communications strategy; Internal communication; Corporate communication; Boycott; Crisis communication; Crisis management; Human resources; Emerging markets